by Hayley K | Jul 29, 2026 | Marketing Strategy, B2B Marketing
The Myth Every VAR Believes Every VAR that brings on a fractional CMO expects the same outcome: someone senior finally owns marketing, and the pipeline starts moving. Six months later, half of them are having the same conversation. The invoices changed. The results... by Hayley K | May 23, 2026 | B2B Marketing, Marketing Strategy
Executive Summary: The B2B Positioning Gap The Core Problem: ERP partners and VARs win on technical capability (the demo) but lose the deal because they fail to communicate business value to non-technical stakeholders (CFOs/COOs). The Commodity Trap: Relying on... by Hayley K | Mar 25, 2026 | B2B Marketing, Marketing Strategy
Most marketing advice starts with what to build: a better website, a stronger campaign, a content calendar, a new positioning statement. What it skips is the step that makes all of those things actually work: talking to the people who already chose you, in a way that... by Hayley K | Mar 18, 2026 | B2B Marketing, Marketing Strategy
It’s one of the most common things I hear from ERP VARs and consultants who’ve been around long enough to be skeptical. “We tried content. Posted for a while. Nothing happened.” And they’re not wrong, exactly. What they tried didn’t... by Hayley K | Mar 11, 2026 | B2B Marketing, Marketing Strategy
Here’s something I’ve noticed working inside the ERP channel: the firms that struggle most with marketing almost never have a product problem. Their implementations are solid. Their retention is strong. Their clients refer them. And they still can’t... by Hayley K | Mar 4, 2026 | B2B Marketing
Ask any VAR why they lost a deal, and you’ll hear the same answers over and over: the competitor came in cheaper, the prospect wasn’t serious, the budget just wasn’t there. Almost none of that is actually true. “We lost on price” is a...